Infographic: Focusing on Customer Data

Customer data is at the heart of a data-driven, consumer-focused marketing strategy, and understanding the story behind the data begins by knowing who your customers are, what they truly want and what channels they are using to engage with your business.  

Check out our infographic to see why you should focus on customer data, how to collect it and what to do with the data in order to meet customer expectations.

Check out our newest eBook "Transforming Data-Driven Marketing: How to Get Ready for the Digital to Print Revolution." 

Transcription of Infographic:

Introduction

When looking at your data, are you seeing the customer behind the numbers and attributes?

Data is more than numbers and statistics on a page that show ROI. Data is the story of your customers’ engagement with your business. Putting the customer at the center of your marketing strategy means you must leverage your data to gain insights into who your customers are, what they truly want and what channels they are using to engage with your business.  

What Data Do You Need?

Get your online and offline first-party data together.  Focus on your customers’ journeys by collecting data from all the touchpoints they have with your business to get a complete picture of how, when and where your customers are engaging with your business.

Tip: Your offline data probably exists in a digital form already and can be integrated into your analytics management system.

Who Are Your Customers?

Current Customers, Lapsed Customers, Prospects:

• 80% of your future profits will come from 20% of your current customers
• The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is just 5-20%.
• Each year, you’ll lose 14% of your customers.
• Prospects who are retargeted to are 70% more likely to convert.

What Does Your Customer Want?

On the surface, it may seem that customers want a lot of different things from your company. But what it all boils down to is this: Customers want value. But what do your customers consider valuable?

• Rewards: What loyalty incentives are you offering your customers?
• Reminders: Do You remind your customers with timely, helpful, useful and relevant information they want?
• Recognition: Are you recognizing your customers for their engagement with your company?
• Support: Are you providing valuable customer service and support to help them solve their issues or problems?
• Recommendations: Do you recommend products and services or provide insights for your customer simply because it would be useful to them?

Conclusion

When you use data to understand who your customers are and what they want, you’ll understand how to plan for short-term and long-term marketing success by meeting your customers where they are on their path to purchase.

Sources:

• http://www.emarketer.com/Article/Growth-of-Time-Spent-on-Mobile-Devices-Slows/1013072
• https://blogs.adobe.com/digitalmarketing/web-experience/create-complete-marketing-picture-offline-data/
• http://www.marketingcharts.com/traditional/direct-media-response-rate-cpa-and-roi-benchmarks-53645/
• http://www.forbes.com/sites/ajagrawal/2016/05/02/how-to-increase-the-value-of-your-existing-customers/#219224fd3048
• https://blog.kissmetrics.com/how-to-reduce-customer-loss/
• https://marketinginsidergroup.com/content-marketing/160-amazing-marketing-stats-you-need-to-know/
• http://www.experian.co.uk/blogs/latest-thinking/customer-value/
• http://www.targetmarketingmag.com/article/direct-mail-digital-marketers/